Radio Listenership of Zokonda Amayi phone-in programme among women in rural Malawi

Abstract

This study’s objective was to assess radio listenership among disadvantaged pastoral women on the outskirts of Lilongwe Malawi.  A non-probability purposive sample of 384 women who listen to Zokonda Amayi phone-in radio programme was targeted. The respondents were identified by publicizing the study through village chiefs.  Only female listeners who were intrigued in taking part registered for the survey.  A mixed approach prototype was used to elucidate the aptness of phone-in radio programmes in elevating HIV and AIDS responsiveness in rural Malawian ladies as well as ascertaining the impact of Zokonda Amayi phone-in radio programme in combating the spread of HIV and AIDS.  Data was assembled in a standardized fashion harnessing questionnaires, interviews and focus group discussions on the research subjects.  The investigation revealed that the majority of respondents were youthful.  This study concluded that radio listenership among women is very high in the rural areas of Lilongwe.  The findings authenticate that Zokonda Amayi phone-in radio programme is fulfilling an important educational function in the lives of rural women in Lilongwe District who have low educational attainment.